The Financial Times’ new web-based app has been viewed 150,000 times since its launch 10 days ago, which includes 100,000 hits in the first week of launch, the FT said in a media release today.

The FT is the first major news publisher to launch this type of HTML5 hybrid app, which can be viewed across a number of different smartphone and tablet devices.

Steve Pinches, FT group product head, said the app has received very positive feedback.

“Comments include recognition of the technical capabilities of the app and being at the cutting edge of technology. Users have also expressed appreciation for the improved speed of the app and look and feel enhancements when using on the iPhone.”

He explained where the app is heading.

“We will take a two-fold approach to improvements to the app. Firstly we will focus on adding new content to the existing app, including special reports, newspaper graphics and the ability to save articles for later. Secondly we will develop the app for other devices including Honeycomb, Samsung and BlackBerry Playbook.

“Our next priority is releasing the app for Android devices, both large and small screen. Following that we will work on an FT web app for BlackBerry Playbook.”

Initial analysis shows the ‘Companies’ section of the web-app is the most popular, followed by the Life and Arts section, which makes up around 10 per cent of consumption overall. Other popular features include Markets Data, World, Markets and Lex.

“Interestingly, we are seeing much more leisure-type usage, with user peaks early morning, evening and around lunch time. This suggests that as well as a core tool for use during the business day, like FT.com on a desktop, the app is an accessory being used on the way to and from work and planning for the day ahead.”